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Toothpaste, whiteners, sugarless gum, mouthwash, manual or electric toothbrushes, floss, and other oral care items retailed at $9.1 billion in 2008 — and $10.9 billion is possible by 2014.
Marketers have proven that this mature industry can still show growth. Americans already brush their teeth, and most gargle or pop breath mints, and yet pure innovation and outside-the-box positionings have sparked one profitable oral care fad after another. However, in 2009, sales of the once wildly popular $5 battery-operated toothbrush, of dissolvable breath strips, and of many dedicated whiteners, have long since faded.
What are the oral care market’s new dollar-drivers? What are the latest flashy strategies to lift brands out of the funk of market maturity? And will consumer oral care thrive or nosedive during these economic hard times? ...Packaged Facts’ new edition of The U.S. Market for Oral Care Products, 7th Edition is a manual for success — featured are detailed past and future sales estimates, IRI brand share data, extensive Simmons demographic profiles, and our usual insightful analysis. Also, the gameplans of Procter & Gamble, Colgate-Palmolive, Johnson & Johnson, and others are examined in depth.
Read an excerpt from this report below.Report Methodology
The U.S. Market for Oral Care Products, 7th Edition is based on information gathered from primary, secondary, and syndicated sources. Primary research involves on-site study of how oral care products are sold through retail stores and consultation with industry executives. Secondary research involves the evaluation and comparison of data from mountains of articles found in financial, marketing, and retail publications, as well as on corresponding types of websites. Company literature, government agencies, and other sources also provide valuable secondary data.
Brand share data on oral care products sold through mass (that is, through supermarkets, chain drugstores, and mass merchandisers, excluding Wal-Mart) have been collected via store checkout scanners by Information Resources, Inc. (IRI).
Analysis of consumers’ purchase and use of oral care products is based on semi-annual surveys by Simmons Market Research Bureau, Inc., one of the leading compilers of demographic data in the United States.
Information about many new product introductions is provided by Product Launch Analytics, a Datamonitor service.
What You’ll Get in this Report
With The U.S. Market for Oral Care Products, 7th Edition, you and your marketing team will gain a comprehensive overview of the ins and outs of the oral care business. Most importantly, the report anchors oral care in the broader HBC world and societal contexts, as well as in the rapidly transforming retail scene. Such valuable qualitative perspective is supported by extensive hard data presented in well-organized tables and charts.
The report addresses the following segments:
If your company is already an established player in oral care, this report is bound to freshen and strengthen your marketing plan. If your company is newly targeting the oral care consumer, then this report is a great intro to the oral care marketplace, and thus a launching pad for a successful venture.
Market Insights: A Selection From The Report
Share by Category: Dental Preps Rock, Breath Controls Gain Ground
Based on Packaged Facts’ own estimates, it is clear that the dental preps category accounted for about 43%-45% of U.S. retail dollar sales of all oral care products, throughout 2004-2008.
Breath control products gained strength during the same four years: The category had 34% of sales in 2008, having added 2.4 share-points since 2004; while implements/appliances gave up some share, losing 1.4 points during 2004-2008.
In 2009, some consumers will be motivated by the world’s ongoing financial troubles to trade down from premium tooth cleaner brands such as Go Smile, Rembrandt, or the natural Tom’s of Maine, to more mainstream-priced brands Crest or Colgate -- or even to bargain brands such as Pepsodent. In this case, the dental preps category may give up share on the basis of lower average price-per-unit.
Share by Outlet: Mass Towers Over Other Channels
In 2008, mass retail channels (mainstream supermarkets, chain drugstores, and mass merchandisers) accounted for roughly three-quarters of retail dollar sales in each oral care category, as well as in the overall oral care market. This calculation of outlet share is not strictly comparable with that presented in the last edition of this report (February 2007), due to different methodologies; but looking back at our figure of 89% for the share of oral care sales transacted in mass in 2006, it still makes relative sense, because mass retailers have seen many consumer dollars, in diverse product markets, migrate to e-tail. It is safe to assume that mass has given up at least a few points during 2006-2008, on its way to finish those years at 76% of oral care retail dollars.
Implement/Appliance Product Trends Worth Watching
Packaged Facts notes a few trends affecting the individual implement/appliance product category; some affect all four segments -- manual toothbrushes, electric toothbrushes (and other electric dental appliances), tools/accessories, and floss.
As in the dental preparations (toothpaste, dedicated whiteners, denture products, oral pain remedies) and breath control products (gum, mouthwash, dedicated breath fresheners) categories, many new implements/appliances are positioned on multiple functions.
Sunstar/John O. Butler’s G.U.M. brand-lineup in the United Kingdom, for example, has had various whitening SKUs added to it, under the Original White extension. Aside from...In the News
Mature Oral Care Market Fueled by Consumers
Eager to Postpone Costly Dentist Trips
New York, April 8, 2009 - Recession-fatigued American consumers are acquiescing to the reality that good hygiene can stretch paychecks by postponing expensive visits to the dentist. This cost-conscious approach to oral care has intensified demand for mainstream toothpaste, mouthwash, and manual brushes capable of substituting for a professional caliber cleaning within the comfort of consumers’ homes and the confines of their budgets.
Multifunctional oral care products featuring whitening power properties are particularly popular, and helped U.S. retail sales of oral care products intended for consumer use amount to more than $9 billion in 2008, according to U.S. Market for Oral Care Products, 7th Edition, a new report from market research publisher Packaged Facts. The level represented an increase of more than 3% over the almost $8.8 billion the oral care market achieved in 2007.
Over the counter (OTC) oral care, a market that qualifies as mature because the size of its consumer base nearly matches the size of the entire nation, can rely on population growth as an ongoing positive factor. Such growth may be slow, and not always able to overpower negative economic or societal conditions every single year, but the net result for oral care sales will always trend positive over time.
“Virtually everyone brushes his or her teeth, and huge components of the U.S. population chew oral care gum, or gargle mouthwash. Such widespread use of basic-need products results in an oral care market that is mature in its essence, whether or not it can be stimulated by clever product innovation, or equally clever positioning, advertising, and promotion,” says Packaged Facts Publisher Tatjana Meerman.
Packaged Facts projects the oral care market will attain solid progress during the 2008-2014 period, with retail sales anticipated to total nearly $11 billion by the end of the six years. This equates to an expansion of more than 20%, or a robust $1.8 billion. The compound annual growth rate (CAGR) of about 3%, though not staggering, spells modest progress for such a large dollar base.
About Packaged Facts - Packaged Facts, a division of Market Research Group, publishes market intelligence on a wide range of consumer industries, including consumer goods and retailing, foods and beverages, demographics, pet, and financial products. Packaged Facts also offers a full range of custom research services.
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